Published on February 28, 2014
Introduction to Culture Culture A surprising journey into the world of memes Presented By: Presented by B. Lazlo Karafiath, B. Lazlo Karafiath CEO Producer 11.19.13 Culture Culture Inc. AirBnB, SF, 2/28/14
Culture Culture Inc. 2 ! Culture Culture is ! Our Meme Science a culture design lab with a focus on Sustainability & Climate Communication is great for truly good listening, finding patterns & help others to see what we saw.
We are cultural designers. We all are. One billion of us. We create our world through thoughts. We can change what is possible via spreading memes. Meme change is individual. Behavior change is social. It’s not about ‘going viral’. It’s about changing the collective mind.
Memes in Minds quotes thoughts memes archetypes 4
Culture is an Ecosystem Theories Opinions Beliefs Views ¤ ¤ Ideas ¤ ¤ ¤ ¤ ¤ ¤ Behaviors Gossips ¤ ¤ Clues Thoughts Technologies 5
6 Memes are Cultural Genes Memes as particles The idea molecules networks + memes = spreading Essentially: memes are the DNA of culture, business, communication & technology.
7 Memes Create Megamemes Brands Coca Cola Citibank Facebook Cultural Icons Sherlock Holmes Batman Pac-Man Ancient gods Hermes Zeus Apollo …what we worship
Our Partners ¤ 8 Change-makers: enlightened leaders of companies, political organizations, Parent Project: re-‐design the communities, working toward the culture around the global mind-shift learning disabili5es ¤ Creating Shared Value Sustainable ¤ Social responsibility JuniperPath: Brands Conf.: the spreading the Sustainability ¤ Collective impact memes of Meme Research medita5on ¤ Sustainability IWA Interna5onal Water Associa5on: re-‐thinking the ¤ Social potential global communica5on /The Rules: around water ¤ Climate change re-‐framing the global poverty ¤ Conscious co-evolution debate
Insights & Surprises • Why we should stop 9 spreading the meme of climate change? • Is Coca-Cola the next Philip Morris? • Is make-up about beauty?
Our Meme Science provides surprising insights where other methods fail.
Culture2 Meme Map Symbiotic Memes Reinforcing and complementary memes that exist together with your meme. The blue ocean of memes. . Immune Deficiency Defining Memes Memes Hostile Memes Memes that specifically define your meme. Memes that cannot be fought with the “memetic immune system” of our own meme. Memes of the external world that threaten the existence of your meme. The memes that differentiate you from any other meme construct. Memes that define your meme from the negative or shadow side. Memes that undermine or inhibit the spread of your meme. Parasitic Memes Memes which depend on our meme for their existence. ©2013 Culture2inc
12 Waves of Culture splash shape surf Memes as waves are our cultural life force, they generate the flow of our thoughts&ideas.
Recent Cultural Waves 13
The Sharing meme? 14
15 No meme-center to spread OCCUPY vs SHARING
Culture2 Inc. presents Analysis of the Coca-Cola Meme on Twitter A QUICK RESEARCH REPORT
5000+ memes collected from tweets in Aug, 2012 Somebody please tell me: why am I suddenly in love with the song on the cocacola commercial? Coca Cola supports animal abuse! Help stop this! Your nails would dissolve in a cup of CocaCola in about 4 days. Coca Cola and Ice, admit it, no matter what your age it's always been one of the best things ever. I like your lips like I like my Coca-Cola, yeah. Oh how it pops and fizzes World of coca cola is an amazing museum and entertainment. People are using CocaCola to clean their toilets and saying it works really well. I hate when people ask dumb questions like "Why do you smoke kush", I usually answer with "Why do you drink coca cola? That guy who found a condom in a coke bottle, should be thanking cocacola for protecting him from cancer. Coca-Cola Company sponsors 100 students for a summer entrepreneurship Coca-Cola played both sides during World War Two, they supported the American troops but also kept making soda for the Nazis. Can I have a Coca-Cola Please? Is Pepsi ok? Is monopoly money ok? When it originally appeared in 1886 Coca Cola was billed as an "Esteemed Brain Tonic and Intellectual Beverage". my dads insane, they say im to blame & my brothers on the coca-cola. I'm chilln like a polar bear in a coca-cola commercial...
Culture2 methodology and results • The following slides showcase the results of the memetic discovery and details the perception of the Coca-Cola meme in the mind-space of the tweeters in August, 2012. • This is a preliminary report. The full report mapping the meme space will include language guidelines, messaging recommendations, communication strategy suggestions about how to build a better meme
Meme Dimensions of Coca Cola • Four memetic dimensions were found that explain 62% of the variance among the memes (this is good, textbooks say that above 60% is fine) • All the four dimensions were quite well interpretable • These are the drivers of the perception for Coca Cola Cultic Emotions Legends – Facts Hatred - Love 32% 13% Prestige Low – High 9% 8% Sincerity Dishonest – Honest
Weighted Sta5s5cs for Meme Dimensions -‐100% Dimension: 0 +100% Emo5ons Hatred Love Pres5ge Low High Cul5c Legends Facts Sincerity Dishonest Honest • Coca Cola is more loved than hated, in spite of the many hatred memes • According to the memes, its pres8ge is rela8vely lower than how much it is loved (posi8ve emo8ons more inﬂuen8al than cogni8ve aspects) • It is accompanied more by ‘legend memes’ than by ‘fact memes’ • In spite of the love, it is considered rather dishonest. This is a very real mid-‐ to long-‐term risk. The Coke-‐meme can ﬂip!
THE CLIMATE MEME RESEARCH People have no direct experience with climate change. It is not an object they can touch to conﬁrm that it is real. And so it only lives in the minds of people as an idea – a very threatening idea!
• Some people have been “infected” with the global warming meme. • Their minds then tried to ﬁght it oﬀ by either ac8vely denying the meme’s existence or striving to rid the world of it • Both of these groups represent a small percentage of the larger society. • The majority of society have not been infected.
We began with 5000+ memes from TwiZer and harvested during MemeHunter Hackathons in San Francisco and SeaZle. If you think the economy is more important than the environment, try holding your breath while coun5ng your money. “I’m deﬁnitely going to change this year.” -‐-‐ Climate Global warming is increasing UM NO!!!! We cannot control the weather Don’t believe in climate change, rap fans? Tell that to Vanilla Slush, Water Cube, and LL Warm J. Friends don’t let friends date climate change deniers… Happy to agree that climate change exists. Not sure if reality exists though. If climate scien5sts ﬁnd any evidence of global warming then their funding throughout eternity will be assured. One of the main weapons of the power elite is climate change. People are supposed to be panicked… If we all just got real, as a culture, then we would ﬁx it… Global warming = the result of the sun trying to give the earth a hug. The most eﬀec5ve green house gas is not carbon dioxide, but water vapor. The trend of co2 in the atmosphere is following the rise in temperature, not the other way around. The Doha climate conference made more hot air than global warming Remember when a Tornado was just a Tornado and not a commercial for global warming? It would be great if assault riﬂes could shoot climate change… Adjust your spine, adjust your actude.
Meme Dimensions of Climate Change • Five dimensions were found that explain 63% of the variance among the memes (this is good, textbooks say above 60% is ﬁne) • All ﬁve dimensions can be interpreted clearly to reveal strategic insights • These are the drivers of percep5on for climate change Coopera5on Disintegra5on — Unity Survival Ex5nc5on — Survival Harmony Disharmony — Harmony 15% 17% Momentum 12% Stall — Advance 11% 8% Eli5sm Populist — Vanguard
All People Infected Popula8on The popula8on infected by the ClimateMeme virus represent about 5% of humanity. Whatever messaging worked to infect them will not work on the larger popula8on. We need to discover how they diﬀer from the mainstream popula8on to design diﬀerent messaging strategies for the rest of society.
26 It’s good it doesn’t spread! It only creates anxiety! • Are we out of harmony with nature? • Is it going to kill off everyone we ever loved? • Does this mean there’s something wrong with us? • Do we have the power of gods to shape the planet in such profound ways?
It reached the minority… 27
It reached the minority… archetypes reached & activated: hero, outlaw, warrior, explorer, adventurer, pioneer 28
29 The majority is not activated archetypes not reached/activated: innocent (+others from the majority: everyman, citizen...)
30 Challenges to core beliefs
Belief: System: Change “ ” 31 You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. – R. Buckminster Fuller
Our Memes Thank You for Your Attention! B. Lazlo Karafiath CEO B. Lazlo Karafiath, Producer firstname.lastname@example.org Culture Culture Inc. facebook/culture2.com twitter.com/culture2 www.culture2.com facebook.com/culture2inc twitter.com/culture2inc www.culture2inc.com
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